Health Promotion Practice

 

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This version was published on July 1, 2008
Health Promotion Practice, Vol. 9, No. 3, 262-270 (2008)
DOI: 10.1177/1524839906298497

Using Direct Mail to Prompt Smokers to Call a Quitline

Richard J. O'Connor, PhD

Department of Health Behavior, Division of Cancer Prevention and Population Sciences, Roswell Park Cancer Institute, in Buffalo, New York, Richard.Oconnor{at}roswellpark.org

Shannon M. Carlin-Menter, MA, EdM

Research Institute on Addictions, State University of New York at Buffalo, in Buffalo, New York

Paula B. Celestino, BS

New York State Smokers' Quitline, Roswell Park Cancer Institute, in Buffalo, New York

Patricia Bax, MS, RN, CASAC

New York State Smokers' Quitline, Roswell Park Cancer Institute, in Buffalo, New York

Anthony Brown, BS

Department of Health Behavior, Division of Cancer Prevention and Populations Sciences, Roswell Park Cancer Institute, in Buffalo, New York

K. Michael Cummings, PhD, MPH

Department of Health Behavior, Division of Cancer Prevention and Population Sciences, Roswell Park Cancer Institute, in Buffalo, New York

Joseph E. Bauer, PhD

American Cancer Society, in Atlanta, GA

Telephone quitlines efficiently deliver cessation services, but few smokers use them. This article describes an unsolicited direct mail campaign designed to increase calls to the New York State Smokers' Quitline. Two post-cards advertising the quitline and the availability of free nicotine patches were sent to 77,527 smoker households between August and October 2005. One postcard emphasized the effectiveness of the nicotine patch, whereas the other contrasted the risks of smoking and patch use. Response was evaluated using geographically linked calls to the quitline 15 days before and after each mailing. The postcard campaign increased call volume by 36%, with no difference between the two postcard versions. Those who reported calling the quitline in response to a mailing were more likely to request nicotine patches (91% versus 82%, p < .001). Direct mail can be used to increase quitline call volume and should be one of the promotional tools used by quitlines.

Key Words: smoking cessation • quitlines • tobacco • nicotine replacement therapy


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